By Michael McCarthy, USA Today, Apr. 25, 2005
The force is already out in force as the May 19 debut of Star Wars: Episode III – Revenge of the Sith nears. Consumers are
being flooded with Star Wars-themed TV commercials, print ads, soft-drink promotions, video games and “collectible” action
figures and toys.
But “buyer beware,” warns Jeremy Beckett, author of The Official Guide to Star Wars Memorabilia. Most of the collectibles
that fans and treasure-hunters will squirrel away will be virtually worthless in the future beyond sentimental value
because of the quantities being churned out.
Star Wars is one of the all-time moneymaking franchises, generating nearly $3.4 billion in global box office and $9 billion
in retail sales since 1977. As the buzz builds for the finale of George Lucas’ space series, consumers won’t be able to
swing a light saber without seeing, hearing or reading references to Darth Vader, Yoda or Obi-Wan Kenobi over the next
month.
Promotional partners Pepsi, Burger King, Cingular Wireless, America Online, M&M/Mars and Kellogg are launching a
multimillion-dollar cross-promotion to push their own brands while basking in the reflected glory of Hollywood.
As partners, they get the rights to use Star Wars characters in their advertising.
“This will be a movie event – and an advertising, retail and licensing event,” predicts Ira Mayer, publisher of the
Entertainment Marketing newsletter.
Among the marketing efforts that will compete for your attention in a galaxy not far away:
Themed advertising.
Wireless sponsor Cingular started airing a national TV spot Sunday, also from BBDO, that takes viewers in side the fictional
Cingular Star Wars Ringtone Recording Studio. Viewers see Chewbacca taking directions from a haughty British music
executive (not unlike Simon Cowell from American Idol) as he records personal ring tones. After Chewbacca delivers one of
his patented cries, the smarmy music executive says: “I love it. Now make me hate it.”
Cingular ad director Vance Overby pitched his bosses on linking up with Episode III. “If we’re ever going align ourselves
with something, this is it,” he says.
Fun and games.
The toys hit stores April 2. Among surprise hits: a Star Wars chess set ($29.99) and Darth Tater ($7.99), a whimsical
rendition of Mr. Potato Head dressed up as Vader. “It strikes a very funny chord with people,” says Brian Goldner,
president of Hasbro’s toy unit.
Producer Lucasfilm’s LucasArts unit is releasing a slew of video, PC and handheld games, including Knights of the Old
Republic, Empire at War and Rage of the Wookiees.
The privately held studio declined to comment on ad plans. But Lucasfilm executives have predicted Episode III will
generate $1.5 billion in merchandise sales vs. $1.2 billion for Episode II and $2 billion for Episode I.
Attack of the clones.
To combat movie piracy, Lucasfilm is releasing the film worldwide on the same day except for Japan, where it opens in
July.
Some rare prototype action dolls from the 1970s can fetch up to $25,000 from super collectors, says Beckett, who own over
4,000 Star Wars items. But the flood of merchandise this year will be so great it will depress prices. One of the few
items that could be worth money later, Beckett says, are Hasbro’s high-end, 12-inch action dolls. “It will all be
collectible. But it won’t be valuable,” he says.
There’s also an entire counterfeit industry that has grown up around Star Wars consumers should keep an eye out for
cheap or filmsy molding, paint and packages. “It will scream bootlegging,” Beckett warns.
Pepsi has exclusive rights to use Yoda, the lovable Jedi Master, in its advertising. On May 1, the soft-drink giant will
roll out a humorous TV spot showing Yoda slyly using “The Force” to snag a Diet Pepsi in a diner. The spot, created by ad
agency BBDO, supports a “Call Upon Yoda” promotion that offers consumers 10 $100,000 prizes. Pepsi is already seeing a lot
of consumer interest, according to Frank Cooper, vice president of entertainment marketing. “This is one of those stories
that is so deeply ingrained in pop culture that it will have an impact,” he says.
Hasbro, the nation’s No. 2 toy-maker, is selling an array of licensed Revenge of the Sith toys and games at retailers such
as Wal-Mart, Target and Toys R Us. Among offerings: action figures priced from $5.99 to $50, a Darth Vader Voice Changer
($29.99) that lets kids sound like the Lord of the Sith, electronic light sabers ($19.99) and a Trivial Pursuit DVD Star
Wars game, complete with movie footage ($49.99).
Get ready for a stream of hokey jokes as other marketers try to piggyback on Star Wars interest. MGM’s new print ad outing
the DVD release of the Mel Brooks film, Spaceballs, is typical. The ad shows Brooks peering behind Vader’s black mask with
the headline Revenge of the Shtick.